International SEO for a Business Process Outsourcing Firm
BPO international SEO case study: rebuilt a WordPress BPO firm around country + function intent across EN, ES, and PT markets to grow qualified enquiries.
Northshore BPO
A New York based BPO firm on WordPress delivering finance and back-office operations for US, LATAM, and Iberian clients. Strong delivery reputation, weak international organic surface for the country + function queries their buyers ran.
Industry
Business Process Outsourcing Firm
Focus
B2B Services & Technology
The Challenge
The site had one English URL space, no hreflang, and no country-specific content for finance and operations functions in Spanish or Portuguese markets.
Northshore BPO
Strong US brand, invisible in LATAM and Iberia for the exact function queries buyers ran.
The Strategy
Split the site into EN, ES, and PT versions
Rebuilt WordPress into country-scoped URL spaces with proper hreflang mapping across US, Mexico, Spain, and Brazil markets so each region got its own crawl and ranking surface.
Shipped country + function content
Built a content library per market covering the specific functions each region actually bought (LATAM AR / AP, Iberia payroll, US collections) reviewed by regional operations leads.
Rebuilt case study and social proof per region
Split case studies and testimonials by market so each regional site surfaced clients the local buyer actually recognised, instead of a single US-first list.
Wired enquiries to regional teams
Replaced the generic contact form with a country-specific short form pinned to function pages, and routed enquiries to the correct regional business development lead.
Old single-region site
Northshore BPO
- —English US-only content
- —No hreflang
- —US-only case studies
- —One global enquiry form
New multi-region structure
Northshore BPO
- ✓EN / ES / PT versions
- ✓Full hreflang mapping
- ✓Regional case studies
- ✓Country-specific enquiry routing
Region split - ILLUSTRATIVE Site split into EN, ES, and PT versions with country-scoped URLs and hreflang tags.
Keyword Movement
| Keyword | Before |
|---|---|
| tercerizacion contable mexico | not ranked |
| outsourcing financeiro brasil | not ranked |
| outsourced accounts payable spain | #38 |
| collections outsourcing usa mid market | #32 |
Representative results based on comparable engagements.
A single mis-scoped Spanish page briefly outranked the entire ES site.
One deeply linked Spanish blog post about a niche compliance topic started absorbing all the Spanish traffic and pushing it into a page with no clear enquiry path. I restructured internal linking so function pages became the destination and the compliance post fed into them, and qualified enquiries from Spanish traffic tripled inside two months.
We used to depend on outbound to reach LATAM and Iberia. Search now delivers pre-educated buyers in their own language, which is a very different sales conversation.
Client name changed for privacy.
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What happens next
Typical engagement: 6-9 months. First deliverable in week 1: a full technical + content gap audit with a prioritised 90-day roadmap.